The practice of economic intelligence as a factor of competitiveness of Moroccan firms

Abstract

This article on the subject of the practice of economic intelligence as a factor in the competitiveness of Moroccan company’s attempts to present an original approach. On the one hand, it examines the conceptual and theoretical development of business intelligence, which, surprisingly, has received so little attention to date, particularly in the Moroccan context. On the other hand, we focus on the implementation and current practice of business intelligence as a strategy in Moroccan companies.

Our analytical approach places information at the heart of business intelligence and proposes a systemic conception of information as a strategic issue.

This approach makes it possible to submit conceptual and practical tools for reflection and experimentation in order to gain a clear understanding of business intelligence as a complex and multidimensional object and as an important element of knowledge management.

This article would be an opportunity to study the determinants of business intelligence that can have an impact on the competitiveness of Moroccan companies. It will also be an opportunity to validate our conceptual model through a survey based on semi-directive interviews with certain directors of Moroccan companies.

The study used a cross-sectional research model to gather responses from the target population.

The study used a speech and verbatim analysis technique using Nvivo 12 software, which makes it easy to organise and analyse unstructured data.

The results of the study showed that information has become a strategic resource for the Moroccan companies interviewed, and that the difficulty is no longer in obtaining it, but in managing and protecting it. These are the two dimensions that make it a competitive advantage, and which make business intelligence an essential strategic tool for coping with increasingly fierce international competition.

Keyword: Economic intelligence; strategic watch; firm; competitiveness, information security.

Classification JEL : M41

Paper type: Empirical Research